Boca ad agency campaign helps sell $81.1 million mansion

Published April 13th, 2008

FROM STAFF REPORTS

Boca Raton-based Green Advertising created the campaign that helped sell billionaire Sidney Kimmel’s Palm Beach mansion at 1236 S. Ocean Drive for a record breaking $81.5 million.

Listing agents Paulette and Dana Koch of the Corcoran Group came to Green Advertising’s chairwoman, Phyllis Green, in late January, a few weeks before it was scheduled to go on the market. 

The agency’s crafted a campaign that allowed real estate agents escorted by private limousines to view the property. At the same time, the firm designed and produced a 24-page brochure describing the 30,000 square foot oceanfront villa.

Green’s creative director, Joel Neptune, came up with the concept of the initial invitation that was sent to just 25 brokers of upscale properties in Palm Beach, Broward and Dade counties.

The home sold after fewer than 24 days on the market. The Wall Street Journal said the brochure is expected to become a collector’s item, with photos by Dan Forer and copy by Joan Spector. Many of the photos show Kimmel’s art collection as well as the contemporary architecture of French architect Thierry Despont, who also designed Bill Gates’ home.

Green Advertising is a division of Pace Communications/WPP Group Worldwide.  The agency has been recognized for its advertising and marketing expertise for more than two decades.